When potential clients need a lawyer, they turn to Google. And while 90% of people online will see Google ads (also called PPC or pay-per-click advertising), getting them to click on your law firm's ad – and actually become a client – takes more than just spending money. This is especially true when you might need to pay up to $54 every time someone clicks on your ad.
Let's look at the real numbers:
The message is clear: Google ads work, but only when you do them right. Firms that take time to build and improve their ads can cut their costs by 15-25% while getting better clients.
This guide will show you how to turn clicks into cases. You'll learn:
Whether you're just starting with Google ads or looking to improve your current campaigns, we'll give you practical steps that actually work. We focus on helping you create ads that consistently bring new cases to your firm.
When someone needs legal help these days, 85% turn to Google first. That's why Google ads are becoming so important for law firms – in fact, they now drive 58% of all traffic to law firm websites.
The way people look for lawyers is unique:
This means your ads need to do more than just appear at the top of Google. They need to show people you're the right lawyer to help with their specific problem.
Let's talk about costs honestly – legal ads are among the most expensive clicks on Google, especially for personal injury lawyers. Here's what you can expect:
Three main things affect how much you'll pay:
The good news? There are smart ways to keep these costs under control:
Remember, despite these costs, law firms typically see $8 in revenue for every $1 spent on Google ads. That's why 75% of law firms say they would use Google ads if they had a bigger budget – they know these ads can bring in valuable cases when managed properly.
Google uses something called a "Quality Score" to decide where to show your ad and how much to charge you. Think of it like a report card for your ad. You get better grades (and lower costs) when:
The better your Quality Score, the less you'll pay for each click. It's that simple.
Here's what we've learned works best for law firms:
Remember: Success isn't about getting the most clicks – it's about getting the right clicks that turn into valuable cases for your firm.
Before you start spending money on ads, you need a solid plan. Let's walk through how to build a Google Ads strategy that works specifically for law firms.
First, you need to understand three key things:
Different practice areas mean different clients. For example:
Understanding these patterns helps you show your ads at the right time and place.
Geography matters a lot in legal advertising. Here's what to consider:
Pro tip: Start with a smaller area first. It's better to dominate a small region than to spread your budget too thin across a large one.
Take a close look at what other law firms are doing:
But don't just copy them – learn from what they do well, and spot opportunities they might be missing.
Think of your Google Ads account like organizing case files – everything needs its proper place. Here's how to structure it:
Create separate campaigns for each main practice area:
This way, you can:
If you serve multiple areas, consider splitting your campaigns by location:
This helps you:
Don't just set a budget and forget it. Smart budget management means:
Remember: It's better to run a few campaigns really well than many campaigns poorly. Start focused, measure your results, and expand what works.
Picking the right keywords is like choosing which cases to take – you want the ones that are worth your time and budget. Let's break down how to choose keywords that bring in the right kind of clients.
Different searches mean different things. Here's what we mean:
Keywords like:
These people need help right now. They're worth paying more for because they're ready to act.
Keywords like:
These searches might not lead to immediate clients, but they can cost less and help build your brand.
Each practice area needs its own keyword strategy:
Focus on specific injuries and accidents:
Target specific situations:
Be specific about charges:
Don't just add your city to everything. Think about how people actually search:
Some keywords sound good but waste your budget. Watch out for:
Add these as "negative keywords" so your ads don't show up for these searches.
Think of your keywords like a net to catch potential clients:
Remember: Start with a smaller set of keywords and expand based on what works. It's better to do really well with 20 keywords than to spread your budget thin across 200.
Writing great ads is about more than just getting clicks – it's about getting the right kind of clicks from people who need your help. Let's look at how to create ads that bring in real clients.
The best legal ads do three things:
Let's break down how to do each of these.
Your headline is the first thing people see. Here's what works:
Bad example: "Legal Services in Phoenix"
Good example: "Phoenix Car Accident Lawyer | Free Consultation 24/7"
People scanning Google will see your ad for about two seconds. Make those seconds count:
Ad extensions are free extras that make your ad bigger and better. Use them to:
Pro tip: Phone extensions are especially important because 65% of potential clients prefer to contact law firms by phone.
Your ad is only half the battle. When someone clicks, they need to land on a page that:
For example, if your ad says "Free DUI Consultation," your landing page should have:
Don't guess what works – test it. Try different versions of:
Start with two versions and keep the winner. Then test something new against the winner. Over time, your ads will get better and better.
Watch out for these common problems:
Remember: The goal isn't just to get clicks – it's to get clients. Every part of your ad should focus on helping potential clients understand how you can help them and making it easy for them to reach you.
Knowing what works (and what doesn't) is crucial to getting the most from your Google Ads. Let's look at how to track your results and use them to get better over time.
Forget vanity metrics. Here's what you should actually track:
You can't improve what you don't measure. Here's what to set up:
Pro tip: Use different phone numbers for different campaigns. This tells you exactly which ads are bringing in calls.
Make your tools work together:
This helps you know exactly which ads bring in your best cases.
Check these things weekly:
Look for patterns like:
Use your data to make better decisions:
Keep an eye out for:
The sooner you spot problems, the faster you can fix them.
Get feedback from your intake team about:
Use this information to improve your ads and landing pages.
Remember: Success with Google Ads isn't about set-it-and-forget-it. It's about constantly learning and improving based on real results.
Getting clicks and calls from your ads is just the beginning. What happens next determines whether those leads become clients. Let's look at how to turn more of your PPC leads into actual cases.
When someone clicks your ad and calls your firm:
Quick tip: The firm that responds within 5 minutes is twice as likely to sign the client compared to one that takes 30 minutes.
Make sure you never miss a good lead:
First impressions matter. Train your team to:
Don't give up after one try:
Not every lead will be right for your firm. Create a quick checklist for:
This helps you focus time on the best opportunities.
Watch out for these lead killers:
Keep track of:
Remember: The best ad campaign in the world won't help if you're not ready to handle the leads it brings. Make sure your intake process is as optimized as your ads.
Running successful Google Ads campaigns takes time, expertise, and constant attention. While you focus on helping your clients, let us help you:
Find out how your current campaigns stack up and where you could improve. Our audit includes:
Talk with our legal PPC experts about:
Your firm's specific goals
Which practice areas to focus on
How to maximize your budget
What results you can expect
Custom strategy development
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